Content Strategy & Creation
Content is the most important part of your website and writing content is hard. To make sure your website will perform well with customers and search engines I work with trusted associate David James Ross who offers a content package for your website.
David will craft your web content while you get on with running your business
People who run successful businesses don’t have time to write web copy. At best, they knock something together they hope will be good enough. But if your website is the customer’s first impression of your business, is it wise to skimp on the content?
The problem of writing it yourself
As a business owner, you know about your products, markets and customers. But do you know how to:
- Write for the way people use websites?
- Write for search engines as well as customers?
- Write what will make online customers want to buy?
Writing for websites isn’t the same as writing for print. Nor is it like writing reports, letters, proposals or anything else the typical business owner regularly writes.
The online attention span is much shorter than offline. People won’t forgive you if your copy is too long or too difficult. They’ll just move on.
And as well as customers, Google is reading your website every day. If it understands and likes what it sees, it will rank your site higher. If it sees your customers liking your site, it will rank it higher still.
Typical faults seen in web copy
Content produced by business owners typically shows these faults:
- Words, sentences and paragraphs that are too long.
- Industry jargon instead of the language of customers.
- No clear calls-to-action at important decision points.
- Little or no use of hyperlinking, even though it is important to both customers and Google.
- Structure based upon the organisation of the business rather that the interests of customers.
- A lack of cues such as subheadings that make information easy to find.
Any of these faults will reduce the effectiveness of your website. Several combined will limit your results, no matter how good the design. I’m sure that’s not what you want.
Good copy doesn’t cost thousands of pounds – and soon pays for itself in customers and sales
Standard Content Package
Keyword research, analysis and keyword diagram
Research identifies the most important words to use in order to be found within search, along with guidance to their best use within content.
Analysis of typical customer groups is used to create a series of personas to guide content, structure and pathways through the website.
Based on what has been learned, I provide a recommended content/information architecture, including page headings, that meets the needs of both search engines and users.
Page titles are still very important for search engines. I provide full page titles for all pages, optimised for search engines.
A first draft is generally provided for outline approval. Subsequent drafts and amendments are best made on a live prototype of the website.
Copy is written around the objectives of the website, which for most businesses is generating, sales, leads or enquiries. I use a proprietary conversion checklist to make sure we are addressing all the main issues that move customers towards buying or making contact.
Provided by David James Ross as part of any other web design service